How Chumba Casino Leveraged NASCAR to Deliver Millions of CTV Impressions and Keep Costs Down

THE CHALLENGE

Turning NASCAR fandom into measurable growth

Chumba Casino wanted to reach sports fans at scale all while accurately measuring performance. 

NASCAR—which offers live, high-attention, fan-driven, and concentrated appointment viewing—offered the perfect environment. 

But Chumba didn’t just want to show up during major races. Instead, the brand was looking for a way to build momentum with NASCAR fans already familiar with the casino, reach new audiences, and keep acquisition costs within their standard range. These goals meant that the campaign had to be both brand- and performance-driven.

THE SOLUTION

Scaling and measuring CTV with NASCAR live events 

In the partnership with Cast Iron Media and Chumba Casino, the campaign had four clear goals:

• Maintain strong brand favorability among NASCAR fans
• Deliver cost per sign-up within Chumba’s standard range of less that $500
• Expose new potential audiences to the Chumba brand
• Maximize reach

With Cast Iron, Chumba Casino activated CTV/OTT across 15 NASCAR races to place Chumba in the viewing experience, where fans were already paying attention. The plan was designed to reach NASCAR fans and to avoid wasting impressions by showing the same ad to the same people too often.

To do that, the campaign focused on:

• Broad reach across live NASCAR races in 40 states
• Limit frequency to under 2 so the campaign could reach more unique viewers
• 100% CTV delivery to keep the media environment premium and measurable
• Performance tracking through Claritas
• Brand lift measurement through Wasserman

This gave Chumba a campaign that worked on two levels. It put the brand in front of a large NASCAR audience during live sports moments, while also ensuring that the campaign was a performance driver.

THE RESULTS

Performance that crossed the finish line

The campaign delivered scale without sacrificing efficiency: 

Chumba also gained momentum with NASCAR audiences. During the flight, Chumba Casino saw higher positive shifts relative to competitors in sentiment (+6pp), download intent (+3pp), and advocacy (+8pp). Among younger exposed audiences, the campaign showed even stronger growth potential, with lifts across familiarity (+10pp), sentiment (+9pp), and consideration (+9pp).

These results reinforced Chumba’s existing strength with racing fans. Nearly one-third of NASCAR fans continued to prefer Chumba Casino, with 32% of exposed fans andd 34% of non-exposed fans naming it their preferred brand. That strong position, combined with efficient sign-up delivery, showed how live sports can support both brand preference and measurable action. 

For brands looking to grow through live sports, Chumba Casino shows what happens when CTV is planned around both audience quality and performance discipline.

Ready to activate live sports CTV measurable performance? Reach out today.